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Use a Custom Facebook Ads Report Template For Your Business

Both successful and unsuccessful Facebook ad campaigns can provide valuable insights into the hypothesis and decisions you made. However, this is only possible if you analyze the outcomes of your campaigns properly and efficiently. 

In this regard, a Facebook Ads report template can be a reliable tool you can rely on. However, choosing between native and custom report templates is always a challenge. So, from our experience, we decided to explain when you should go with a native solution and the situations where custom Facebook Ads report templates may be better. 

Native Facebook Ad reporting template

It’s most likely that you were not aware of out-of-the-box Facebook Ads reporting templates. However, if you read our guide on Facebook Ads reporting, you’ll learn that you can create Facebook Ads reports using one of three design layouts i.e. templates: Pivot table, Trend, and Bar.

1.native facebook ads reports

Pivot table template for Facebook Ads reports

A pivot table is a form of data organization to derive helpful conclusions easily. This Facebook Ads report template is basically a spreadsheet where columns represent Facebook Ads metrics, and rows – breakdowns. The report created using the pivot table template will let you get more details and granularity of your ads data. Here is what it may look like:

7 pivot table layout

Trend template for Facebook Ads reports

Do you want to make your ads report somewhat visually appealing? Then you can check out the trend template, which includes a graph containing up to 10 lines. Lines show different breakdown segments. They stretch along the YX plane, where X-axis represents the time interval, and the Y-axis – metrics. This Facebook Ads report template works well to compare metrics and understand trends. Here is what the report may look like:

8 trend layout

Bar template for Facebook Ads reports

The third native template for Facebook Ads reports is a bar chart. Similar to the trend template, the bar report can contain up to 10 bars, each representing up to 3 metrics. The groups of bars are represented by breakdowns. This template is good for comparing metrics across different sets of your data. Take a look at an example:

9 bar layout

Why you should use a custom Facebook Ads report template

If the Native Facebook Ads reporting templates can meet your reporting requirements, then go ahead. They are pretty good for basic reporting and can work for small projects. You can juggle them around, however, it’s most likely that they won’t fit for more or less advanced analytics, which can grant actionable insights.

Most advanced business users tend to go with custom reports they can build on top of the data exported from Facebook Ads. Usually, the flow looks as follows:

  • Select a tool for your custom Facebook Ads report. The options vary from spreadsheet apps such as Google Sheets to BI tools such as Tableau. Optionally, you can opt for one of the dedicated Facebook Ads reporting tools.
  • Integrate the chosen tool with Facebook Ads to get data imported recurrently. For this, you can use such ETL connectors as or similar.
  • Build a custom Facebook Ads report. You can do this with your own resources or by involving third-party data services.

Of course, Facebook Ads report templates can significantly simplify this flow since you won’t have to build the report from scratch. All you need to do is just connect the template to your Facebook Ads account to import data. So, let’s see what options you can consider.

Facebook Ad report template – what we selected for you

We’re not going to overwhelm you with piles of templates. At first, you’ll get to know the top 3 Facebook Ad report templates that you can get without any annoying signup requests. This is a way for users who want to get a universal solution for their problem and then decide on the data integration tool or service to opt for.

Then we’ll introduce you to another top 3 templates designed and tailored to specific data integration or a data connection tool. In this case, you won’t be able to get a template and integrate it with another software.

The key selection criteria for the chosen templates are the following:

  • Integrability – the templates should be easily integrated with your Facebook Ads account. 
  • Usability – the templates should be easy to comprehend and use. 
  • Actionability – the templates should provide you with actionable insights.

Here is what we’ve got.

Facebook Ad report templates without signup required

#1 – Facebook Ad campaign report template in Looker by

2.facebook ads report template coupler is a data automation and analytics platform that is designed to get the most out of your data. Their team of data experts designed this Performance by Campaign dashboard tailored to not only Facebook Ads, but also Google Ads, and LinkedIn Ads. So, if you use one or all of these advertising tools, you get a universal dashboard to track campaign performance through such metrics as Cost, Clicks, Cost Per Click, Click Through Rate, Customer Acquisition Cost, and others.

The Facebook Ad report template is built in Looker, formerly the Google Data Studio. You can easily connect it to your Facebook Ads account using the ETL tool that allows you to automate data exports to one of the following destinations: Google Sheets, BigQuery, or Microsoft Excel. Each of those has a direct integration with Looker, so you’ll be able to make your Facebook Ads report self-updating without the need to feed data into it by hand. Make a copy of the template to start using it

Template rating

Integrability ⭐⭐⭐⭐⭐
Usability ⭐⭐⭐⭐⭐
Actionability ⭐⭐⭐⭐

#2 – Facebook Ad reporting template Google Sheets

3.facebook ads report template google sheets supermertics

If you get used to running reporting or analytics in spreadsheets, then check out this Facebook ad reporting template in Google Sheets by Supermetrics. The template contains a few tabs, with the first one dedicated to a high-level monthly report. Here you can see several ads metrics and their dynamics displayed with the help of sparklines in Google Sheets

Other tabs are mostly spreadsheets without any visualizations. They show detailed campaign performance, monthly performance, device stats, and age & gender stats. You can connect this template to your Facebook Ads account with the help of Supermetrics. However, the connection flow is not as smooth as with since you’ll need to install the Google Sheets add-on.

Template rating

Integrability ⭐⭐⭐⭐
Usability ⭐⭐⭐⭐⭐
Actionability ⭐⭐⭐

#3 – Facebook Ad test report template in Tableau

4.facebook ads report template tableau

Let’s get back to templates built with BI tools, such as Tableau. This Facebook Ads report template contains different ad performance metrics grouped by sections: campaign, ad set,  and audience. In addition to bar and column charts, you can also see a scatter plot as a visualization for the Distribution of Ad Sets by Spent.

The template is a work by an analyst at Exness. She shared her template on Facebook Ads performance via Tableau Public so you can download and use it for your project. However, unlike the previously mentioned options, this one does not provide you with a data connector. So, you’ll have to handle the export of Facebook Ads data to the template yourself, for example, with the help of You can easily automate exports of Facebook Ads data to either BigQuery, Google Sheets, or Excel. Any of these destinations can be directly synchronized with Tableau becoming a data source for your report.

Template rating

Integrability ⭐⭐
Usability ⭐⭐⭐⭐
Actionability ⭐⭐⭐

Facebook Ad reporting templates tailored to specific data connectors 

#4 – Facebook Ads report template by Whatagraph

5.1facebook ads report template whatagraph

On the screenshot, you can only see a part of a long Facebook Ads Report: Traffic designed by Whatagraph. In total, it contains the following sections:

  • Performance overview including the amount spent, number of impressions, CPC, CTR and other data.
  • Engagement overview including comments, reactions, shares, etc.
  • Ad performance including top campaign by CTR, top campaign by link clicks, and top 6 ads by link clicks.
  • User insights and media
    • User insights including data breakdowns by gender, age, and device.
    • Media insights including platform placement metrics (spend, reach, link clicks, etc.)

The template is available in a view-only mode. To use it, you need to create a Whatagraph account first. After that, you can try it out and even connect to your Facebook Ads account with the help of… Whatagraph of course😀On one hand, this is efficient, since you get a plug-in solution for your reporting. On the other hand, you won’t be able to use it with other data connectors or somewhat tune the template beyond the available customization options.

Template rating

Integrability ⭐⭐⭐⭐⭐
Usability ⭐⭐⭐⭐⭐
Actionability ⭐⭐⭐⭐

#5 – Facebook Ads report template by Swydo

6.facebook ads report template swydo

Again, we’ve only shown a part of the Results Facebook Ads Campaign report template designed by Swydo. You can check out the long version in view mode. 

The report provides you with the following information:

  • A set of performance metrics such as impressions, clicks, CTR, etc.
  • Purchases and cost per purchase (bar chart)
  • Overall performance (table)
  • Conversion performance (table)
  • Campaign performance (table)
  • Clicks by device (pie chart)
  • Device performance (table)
  • Historical table (table)

The template report is customizable, i.e. you can include pre-defined KPIs values and data visualizations (widgets). Also, it’s possible to include data taken from other sources, not only Facebook Ads, to get comprehensive insights across all paid campaigns you run.

Template rating

Integrability ⭐⭐⭐⭐
Usability ⭐⭐⭐⭐
Actionability ⭐⭐⭐⭐

#6 – Facebook Ads report template by DataMyth

7.facebook ads report template datamyth

There was a tough battle for the third place on our top list of Facebook Ad reporting templates. We considered the options designed by Improvado, Dashthis, and other companies specialized in such solutions. However, in the end, the template provided by DataMyth got the most of our votes.

It’s a long report consisting of the following sections:

  • Facebook Ads performance 
  • Platform and placement performance 
  • Objective performance
  • Campaign performance
  • Ad Set performance
  • Ads performance
  • Demographic performance
  • Device performance
  • Country/Location performance

Each section is accompanied by Observations & Insights block which is generated based on the data imported and populated from Facebook Ads.

Template rating

Integrability ⭐⭐⭐⭐
Usability ⭐⭐⭐⭐
Actionability ⭐⭐⭐⭐

Get data-driven insights from your Facebook Ads report template

Frankly, we don’t know which of these templates you’re going to choose. Maybe, the Google Sheets one will be a perfect choice for your team who may be used to running reports in spreadsheets. Or you may prefer the universal Facebook Ad reporting template by which allows you to combine data from multiple ad tools. 

If none of the templates look good to you, or you want to tailor any of these to your specific needs, then feel free to contact the data analytics consulting service by Our squad of data analysts can help you with any task related to data transformation or visualization. Good luck!

  • Zakhar Yung

    A content manager at whose key responsibility is to ensure that the readers love our content on the blog. With 5 years of experience as a wordsmith in SaaS, I know how to make texts resonate with readers' queries✍🏼

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